Rolex Explorer Black Dial 36mm Stainless Steel Automatic Men's Watch 114270 SEL

“BUY ONCE, CRY ONCE”: The Theory of Watch Purchasing

Rolex Explorer Black Dial 36mm Stainless Steel Automatic Men's Watch 114270 SEL

The Temptation of Compromise

In the world of luxury watches, there exists a common adage known as “Buy Once, Cry Once.” This theory suggests that when a consumer desires a high-end watch like a Rolex but finds it financially out of reach, they may opt to purchase a more affordable timepiece as a compromise. However, this initial compromise often leads to dissatisfaction and eventual regret, resulting in the consumer ultimately buying the desired Rolex and incurring financial losses along the way.

The Cycle of Disillusionment

The allure of a Rolex or another prestigious watch brand can be strong, prompting individuals to seek alternatives that fit within their budget constraints. Unfortunately, this decision can set off a cycle of disillusionment and regret. The consumer may purchase a less expensive watch with the hope that it will satisfy their desire for a luxury timepiece. However, as time passes, the differences between the substitute watch and the desired Rolex become increasingly apparent, leading to a sense of dissatisfaction.

The Cost of Compromise

As the consumer grapples with their unfulfilled desire for the Rolex, they may eventually decide to part ways with the substitute watch. In doing so, they often incur a financial loss, as resale values for non-luxury watches typically do not hold up well. This financial setback can add to the emotional toll of the situation, leading to feelings of regret and frustration.

Embracing the “Buy Once, Cry Once” Mentality

Rather than succumbing to the temptation of compromise, some watch enthusiasts advocate for embracing the “Buy Once, Cry Once” mentality. This approach encourages consumers to save up and invest in the luxury watch they truly desire from the outset, rather than settling for a temporary substitute. While the initial cost may be higher, the long-term satisfaction and value provided by a high-quality timepiece like a Rolex can outweigh the short-term pain of the purchase.


In the world of watch purchasing, the “Buy Once, Cry Once” theory serves as a cautionary tale against compromising on quality and desire. While it may be tempting to opt for a cheaper alternative in the short term, the long-term consequences of such decisions can lead to financial losses and emotional dissatisfaction. By prioritizing quality and investing in the watch of their dreams from the beginning, consumers can avoid the cycle of regret and truly enjoy the craftsmanship and prestige of a luxury timepiece like a Rolex.